Abstract

http://ssrn.com/abstract=1676866
 
 

Citations



 


 



Green Marketing: Legend, Myth, Farce or Prophesy?


Ken Peattie


Cardiff University - Cardiff Business School

Andrew Crane


York University - Schulich School of Business

January 1, 2005

Qualitative Market Research: An International Journal, Vol. 8, No. 4, 2005

Abstract:     
Purpose – To review the history of “green marketing” since the early 1990s and to provide a critique of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability.

Design/methodology/approach – The paper examines elements of green marketing theory and practice over the past 15 years by employing the logic of the classic paper from 1985 “Has marketing failed, or was it never really tried” of seeking to identify “false marketings” that have hampered progress.

Findings – That much of what has been commonly referred to as “green marketing” has been underpinned by neither a marketing, nor an environmental, philosophy. Five types of misconceived green marketing are identified and analysed: green spinning, green selling, green harvesting, enviropreneur marketing and compliance marketing.

Practical implications – Provides an alternative viewpoint on a much researched, but still poorly understood area of marketing, and explains why the anticipated “green revolution” in marketing prefaced by market research findings, has not more radically changed products and markets in practice.

Originality/value – Helps readers to understand why progress towards a more sustainable economy has proved so difficult, and outlines some of the more radical changes in thought and practice that marketing will need to adopt before it can make a substantive contribution towards greater sustainability.

Keywords: Green Marketing, Sustainable Development, Consumer Behaviour

Accepted Paper Series


Not Available For Download

Date posted: September 14, 2010  

Suggested Citation

Peattie, Ken and Crane, Andrew, Green Marketing: Legend, Myth, Farce or Prophesy? (January 1, 2005). Qualitative Market Research: An International Journal, Vol. 8, No. 4, 2005 . Available at SSRN: http://ssrn.com/abstract=1676866

Contact Information

Ken Peattie
Cardiff University - Cardiff Business School ( email )
Colum Drive
Cardiff, CF1 3YN
United Kingdom
Andrew Crane (Contact Author)
York University - Schulich School of Business ( email )
4700 Keele Street
Toronto, Ontario M3J 1P3
Canada
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